AppNexus has launched the AppNexus Programmable Platform (APP), a programmable Demand Side Platform (DSP). APP harnesses advanced machine learning to help professional traders execute highly customised and complex strategies through a user interface. Additionally, APP includes powerful identity and attribution capabilities for people-based advertising and enables traders to buy views rather than impressions.
“Most demand side platforms today don’t fundamentally differ from the DSPs that were built during the first decade of programmatic, and that’s obviously a problem. The next generation of DSPs should leverage machine learning to more efficiently manage an ever-larger number of campaign variables, minimise manual intervention, and deliver superior optimisation tied to marketer KPIs. With APP, the world’s first and only programmable DSP, traders can spend less time on setup and delivery and more time strategising on the intuitive, creative aspects of advertising that change a person’s perception of a brand,” said Brian O’Kelley, CEO, AppNexus.
The launch of APP represents the culmination of a three-year R&D cycle involving over 200 dedicated buy-side engineers, data scientists, and product developers. It also signals AppNexus’ aggressive 2018 go-to-market effort with trade desks, agencies, and marketers. “If we seemed quiet on the buy-side, that’s because we were. To build a next-generation demand platform rooted in machine learning and data science takes time. In the same way that we reinvented the ad server, we’ve reinvented the DSP,” Mr O’Kelley continued.
“Our initial test results demonstrate the power of the AppNexus Programmable Platform and its new machine learning algorithms. APP took our trader 73 percent less time and delivered 13 percent better performance versus a manually traded line item,” said Pim van Boekhold, Head of Programmatic Buying, Greenhouse Group, a WPP company.
APP also challenges the outdated paradigms of cookie-based targeting and impression-based buying. The new product provides deterministic cross-device capabilities for people-based targeting and enables a “viewable-only” buying mode. APP also claims to deploy a combination of machine learning and human intervention to prevent fraud and ensure brand safety.
“Legacy SSPs have experienced rapid attenuation in recent months, and we expect DSPs to follow a similar path toward commoditisation and obsolescence. We were determined to reinvent the DSP, and we built a new product from the ground up that transforms the role of the trader. There aren’t enough hours in the day to perform the same calibrations and interventions manually, and APP allows the professional trader to get closer to strategy,” continued Mr O’Kelley.
The AppNexus Programmable Platform is now available in closed Beta.